I began to look into marketing terms and understanding the stages of studying a brand. After acquiring some knowledge about brand structures and market oriented attributes, I customised my perspective to fit my brand- CDG. It helped me curate the information in context to the brand, study the competitors and define the consumer.
The market position of a brand is defined by their marketing strategies. It studies various elements such as the competitors, consumer tribes and diffusion lines of the brand.
Comme differs from their competitors due to their unique design aesthetic and consumer tribe. The brand is often spoken of being beyond criticism because of its power in the industry. (Jeffrey Horsley, 2018.) The identity of the brand seems to be undefined with every collection and collaboration they put out. Their marketing strategy revolves around consumer experience in-store and minimal online presence.
People who wear Comme were earlier identified as a cult as they were dressed in all black from head to toe. But the Comme consumer today is intrigued with their ability to go beyond the rules of fashion and experiment. Owning a piece of Comme makes them feel like owning art. However, this consumer is spread all over the world now experiencing the brand’s absence online. To meet with this need, Comme has started to sell on more online portals such as Farfetch and have an active presence on Instagram and Twitter as well.
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